The document discusses developing a progressive mobile strategy. It begins with defining key terms like native apps, iOS, mobile and desktop web. It then makes the case for why mobile is important, citing statistics on mobile use. The document outlines WVU's existing mobile presence like mobile sites and apps. It argues that discrete mobile solutions do not constitute a strategy and recommends taking a progressive approach with three stages: audience strategy, which identifies key user groups; content strategy; and platform strategy, with an emphasis on mobile-optimized web solutions over native apps. It provides tips for each stage and emphasizes iterative testing and refinement of the strategy.
6. def. Native Apps
an application developed to run natively on the
targeted device. usually written in a device
specific language like Objective-C or Java.
delivered through app stores (for the most part).
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7. def. iOS
the operating system that powers the iPhone,
iPod Touch, iPad and Apple TV. Analogous to
Android.
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8. def. Mobile Web & Desktop Web
mobile web refers to browser-based access
to the internet from mobile devices. desktop
web is just my way of referring to non-mobile
access.
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9. def. WebKit
a layout engine that powers a number of
popular mobile browsers including Mobile
Safari. not all WebKit-based browsers are equal!
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10. def. Responsive Web Design
fluid layouts coupled with CSS3 media queries
and JavaScript providing an alternate look &
feel for content based on requesting device.
synonymous with adaptive web design.
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12. 65% of 18-29 year olds
have accessed the
mobile internet
from Pew Internet & American Life Project report, May 2010
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13. 14% of prospects searched
a college site from
a mobile device
from Noel Levitz E-Expectations report, July 2011
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14. Currently, 30% of US population
uses smartphones.
By 2012, 50% of US population
will use smartphones.
from Asymco, December 2010
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15. True
Anytime, Anywhere Access
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17. (part of)
WVU’s Mobile Presence
Aug. 2009
iWVU & m.wvu.edu
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18. 7-day Moving Average of Traffic to m.wvu.edu
Chart 2
8000
Start of Spring ’11
Start of Fall ’10
6000
Snowstorm
4000
Start of Spring ’10
2000
0
Aug 28, 2009 Oct 25, 2009 Dec 22, 2009 Feb 18, 2010 Apr 15, 2010 Jun 10, 2010 Aug 7, 2010 Oct 3, 2010 Nov 30, 2010 Jan 27, 2011 Mar 26, 2011 May 22, 2011
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19. m.wvu.edu has had 2 million page views.
Or 10% of the traffic our home page has
had over the same time period.
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20. (part of)
WVU’s Mobile Presence
Aug. 2010
wvutoday.wvu.edu
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21. (part of)
WVU’s Mobile Presence
Mar. 2011
tournaments.wvu.edu
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22. (part of)
WVU’s Mobile Presence
Apr. 2011
studentaffairs.wvu.edu
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40. Traditional Higher Ed Audiences
Prospects Faculty
Students Staff
Alumni Visitors
Etc.
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41. Let’s constrain these audiences based
on what we know about mobile users.
Note: not users that are mobile, users that are using mobile devices.
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48. I have a meeting. Where’s Allen Hall?
I need to call my professor about a late
assignment...
current student...
Urgent Now
How do I reset my WiFi password?
When does the bus get here?
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49. Local Users
95% of smartphone users have
searched for local content.
from Google’s “The Mobile Movement” report, April 2011
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50. Short Timeframe
88% of smartphone users took action
on a search result within a day
from Google’s “The Mobile Movement” report, April 2011
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51. Making Calls
61% of smartphone users ended up
calling a business based on their search.
Tip: make your phone numbers clickable with tel:
from Google’s “The Mobile Movement” report, April 2011
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52. Don’t Focus on “On the Go”
30% of smartphone users used the
mobile internet from their couch.
90% used it from home.
from Google’s “The Mobile Movement” report, April 2011
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68. Discovery
Discovery
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69. “Not every mobile device will have
your app on it but every mobile
device will have a browser.”
- Jason Grigsby, @grigs
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70. 77% of smartphone users use search.
Most visited type of website.
from Google’s “The Mobile Movement” report, April 2011
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71. remember those
Urgent Now
users?
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72. They’re looking for our already indexed content.
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73. “Links don’t open apps.”
- Jason Grigsby, @grigs
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74. 55% of users with an internet-enabled
phone use it to check personal email.
from Merkle’s “View from the Digital Inbox” report, January 2011
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76. search + links = mobile web first
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77. Platform Strategy Review
There is a lot of content already out
there & users expect access to it.
There isn’t one mobile solution for
your organization or client.
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78. Wrapping
it all up...
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79. #1
Identify the audience.
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80. #2
Identify the content for that audience.
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81. #3
Implement platform solutions.
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82. #4
Lather, rinse, & repeat.
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83. Audience
On-campus
Admits
Prospects
Alumni
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84. Audience Content
On-campus Contact Info
Admits Map
Prospects Emergency
Alumni Calendar
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85. Audience Content Platform
On-campus Contact Info Mobile Portal
Admits Map Native Apps
Responsive
Prospects Emergency
Design
Alumni Calendar
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87. Focus on your targeted
audiences & content.
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88. Many thanks to Mr. Robertson
for the snazzy device &
progressive strategy graphics.
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89. Thanks,
Priorities by redvers Road to Ribblesdale by Luc B
Swiss Flag by strupler Audience by batmoo
Lego Discovery by dunechaser Drupalcon by Mike Gifford
Grasshopper by trekman Highway Lights by Spreng Ben
Guitarist by postlife1976 Tunnel by Éole
Bullhorn by aisipos Christmas Present by kevindooley
Girl on Stoop by ollipitkanen Clouds by Francisco Martins
Student Recording Video by U. of Denver Calendars by Duane Mendoza
Student in Classroom by Bill Erickson Bananas by sis
Mud by neilspicys Target by ???
Flickr by dsevilla
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